The Active Baby Boomers

1
The Active Baby Boomers

• For Target Corporation
• Alex Nielsen
• Yona Belfort
• Jon West
• Will McElwain
• Abigail Reiss

2
Active Baby Boomer Need
To maintain control of their bodies as they go
through physical changes.
I enjoy the total control while Im at the Gym,
it is a methodical and therapeutic experience for
me. Renee, Preschool teacher 52
3
Media Aging Model

• YOUNG
• Beauty
• Power
• Freedom
• Independence
• Activity
• Immortality
• Potential

• OLD
• Burdensome
• Weakness
• Dependency
• Passivity
• Isolation
• Fear
• Loss of Respect

4
Proposed Aging Model

• Life experience
• Wisdom
• Character
• Beauty
• Growth
• Potential
• Activity

5
Cross Generational Ads

• Why?
• Current commercials exclude boomers
• Marketing is most effective way to show Targets
  change in aging definition to include boomers

6
Market maintainable exercise rather than extreme
exercise

• Why?
• Increase likelihood of consistent product use
  which yields repeat sales
• Appeals to larger user group
• Puts guest at ease rather than exploiting their
  fear of aging
• Boomers already participate in these types of
  activities regularly

7
Activity Equipment Selection
Picky
? golf clubs
? bike
? cleats
? skis
? golf cart
? rollerblades
? running shoes
? trekking poles
? racquetball racquets
? suitcases
? bike jerseys
? active electronics/ heart rate monitors
Primary Equipment
Secondary Equipment
? bathing suits
? chess set
? gym bags
? garden tools
? trail guides
? bike seat bags
? knee/ankle braces
? cheap carabineers
? yoga mat
? jogging weights
? stop watches
? compass
? water bottles
? sweat bands
? athletic tape
Not Picky
8
Focus on secondary, not picky equipment

• Why?
• Target is not a sporting goods store
• Target doesnt have a sales presence to guide
  guests with primary equipment purchases
• Keeps products within discounter price range

9
Suggestions

• Cross generational advertising
• Market maintainable exercise over extreme
  exercise
• Focus on secondary, not picky equipment